Green and Grimy:
Opportunities and Challenges in
Sustainable Business
Spring Term 2012
Tuesday and Thursday, 9:30 – 10:50; McIntyre 303
Alan Krause
McIntyre 111D
ajkrause@pugetsound.edu
(253) 879-3153
Office Hours
Mon - Fri 11-12
& Wed 2-4
& by appointment
Course Description
As corporations grow in size and influence, their impact on both social wellbeing and the natural
environment has increased. Understanding interactions between corporations and the social and
natural environments plays a large and growing role in effective management. This course
provides an overview of the opportunities and challenges that established US businesses face
regarding sustainable business. Students investigate corporations’ ethical, regulatory, and
financial interests in relation to the social and environmental values of the communities in which
they operate. Students are expected to master key concepts related to sustainable business and
develop critical thinking about sustainable topics.
Course Objectives
1. Understand sustainability and business’s opportunities to address them.
2. Comprehend the challenges that businesses face in responding to sustainability issues.
3. Critically analyze sustainable business initiatives.
Need Help? See me in my office, email, or call. Use the writing center, Howarth Hall 105.
1
Course Expectations:
1. Class time will combine lecture, discussion, and activities that harness course readings.
Prior to each class, you are expected to complete reading and written assignments.
2. I expect honesty and academic integrity from you in all aspects of class. If you are not
clear on The University of Puget Sound's standards for Academic Integrity and the
Student Integrity Code please familiarize yourself with these sections of the Logger
student handbook (http://www.pugetsound.edu/student-life/student-resources/studenthandbook/ ).
3. The University of Puget Sound is committed to creating an inclusive learning
environment. Please notify me if aspects of this course create disability-related barriers
to your participation.
4. Cell phones and PDA's must be turned off during class. Laptops and tablets may only be
used for note taking. No web browsing, email, or other social media in class.
A Note on Classroom Emergency Response Guidance:
Please review university emergency preparedness and response procedures posted at
www.pugetsound.edu/emergency/. There is a link on the university home page. Familiarize
yourself with hall exit doors and the designated gathering area for your class and laboratory
buildings.
If building evacuation becomes necessary (e.g. earthquake), meet your instructor at the
designated gathering area (on the east side of McIntyre) so he can account for your
presence. Then wait for further instructions. Do not return to the building or classroom until
advised by a university emergency response representative.
If confronted by an act of violence, be prepared to make quick decisions to protect your
safety. Flee the area by running away from the source of danger if you can safely do so. If this
is not possible, shelter in place by securing classroom or lab doors and windows, closing blinds,
and turning off room lights. Stay low, away from doors and windows, and as close to the interior
hallway walls as possible. Wait for further instructions.
Texts and Materials
We will use the following text from weeks 5-8.
Green to Gold. Esty, Daniel C. & Andew S. Winston, 2009, Hoboken, Wiley.
This text is not available from the bookstore. I recommend that you order it online at
Amazon.com. The paperback version of the book costs from $12 to $20.
All other readings will be posted on Moodle.
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Assignments Evaluation and Grading
You will earn points through papers (80%), presentations (10%), and class participation (10%).
The table below lists each assignment and the total points for each assignment. The text
following the table describes each assignment. You will receive additional instruction in class
for each paper assignment.
1.
2.
3.
4.
5.
Paper 1: analysis of the sustainable dilemma.
Paper 2: analysis of profitability & sustainability.
Paper 3: analysis of a sustainable issue
Paper 4: analysis of industry change
Paper 5: analysis of one firm’s sustainable strategy
a. Paper
b. Presentation
6. Discussion leader
7. Course participation
Total
100
150
150
200
200
50
50
100
1,000
In all papers, provide references for your account of corporation’s actions.
Paper 1: The Sustainable Dilemma
How do firms address the sustainable dilemma? In this paper, you will demonstrate your
understanding of the sustainable dilemma by using it to analyze a specific action or incident.
Your paper should 1) summarize a key aspect(s) of the sustainable dilemma, 2) identify a
specific incident in which a corporation faced such a dilemma, 3) describe how the corporation
responded to the sustainable dilemma, and 4) either justify the firm’s response or describe how
the firm could have responded better to this dilemma. Maximum 600 words.
Paper 2: Profitability and Sustainability
How do sustainable initiatives impact profitability? In this paper, you will argue for a specific
relationship between sustainability and profitability: does sustainability increase profits, decrease
profits, or have no relationship with profits? Your paper should 1) select a position, 2) argue for
your position, 3) identify the limitations or weaknesses of your position, and 4) based on your
position, describe how should firms approach sustainable initiatives. Use examples of real
companies to illustrate your answer. Maximum 1,000 words.
Paper 3: Analysis of a Sustainable Issue
Select one sustainability issue and investigate the opportunities and challenges that corporations
have in addressing it. Your paper should 1) describe the issue and its importance to society, 2)
describe what corporations have done to address this sustainable issue, 3) describe how
corporations’ approach has failed to resolve the issue, 4) identify obstacles to further action by
3
corporations on this issue, 5) discuss either how corporations could overcome the obstacles you
have identified or why corporations cannot overcome these obstacles. Maximum 1,000 words.
Paper 4: Analysis of Industry Change
Select one sustainability issue and analyze how corporations’ approach to that issue changed
over time. Your paper should 1) describe the issue and its importance to society (i.e. what
damage would this issue have caused had corporate attitudes toward it not changed); 2) chronicle
how corporate attitudes changed over time; 3) analyze why this change occurred; and 4) what
you learned about how corporate attitudes change or can be changed. Maximum 1500 words.
Paper 5: Analysis of One Firm’s Sustainable Strategy
Select a corporation and, using the tools that you have learned about sustainability, analyze the
corporations’ sustainable strategy. Your paper should 1) identify the sustainable challenges in
the firm’s industry; 2) describe the firm’s sustainable strategy; 3) contrast its sustainable strategy
with that of its competitors; 4) describe why the firm adopted this strategy 5) describe the
benefits and/or harm that this strategy has caused for the corporation and for society. No
maximum length.
Presentation
Prepare a 10 minute presentation of your Paper #5. In this presentation, you should
communicate the five points in the paper assignment above. For full credit, end your presentation
with questions that your analysis generated and lead your classmates in a brief discussion. Note:
you must be present for all presentations at the end of the term. Failure to attend class on a
presentation day will result in a 25 point penalty!
Discussion Leader
Each student will sign up to lead class discussion once during the course of the term. On your
day as discussion leader, you are responsible for leading the class through the material for the
day. You may present a summary of the material to the class. Or, you may pose questions to the
class that prompts them to identify key issues in the day’s reading. In addition, you will develop
at least three discussion questions on the day’s readings. These discussion questions should
investigate implications of the course material, stimulate conversation, and allow your
classmates to express a multitude of views (i.e. there should be no one “right” answer to
discussion questions)
Participation
This elective course is designed to stimulate your individual thinking and critical analysis. Your
participation score will reflect 1) your attendance (whether you are present and alert); 2) your
preparation (whether you have read the material); and 3) your insight (whether you bring good
comments or questions to class discussion).
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Grades will be awarded based on points earned. Use the following schedule to translate point
totals into letter grades.
Grade
A+
A
AB+
B
BC+
C
CD+
D
DF
Percentage
98-100
92-97
90-91
88-89
82-87
80-81
78-79
72-77
70-71
68-69
62-68
60-62
Under 60
Points
980-1000
920-978
900-919
880-889
820-869
800-819
780-799
720-779
700-719
680-699
620-679
600-619
under 600
Want to Earn a Good Grade?
Concerned about your grade? Want help writing papers? Just ask. I am available to help you.
In addition, the writing center will help you create, improve, and polish a paper. Visit the Puget
Sound Center for Writing, Learning and Teaching in Howarth Hall, 105 or
http://www.ups.edu/cwlt.xml . Also, the Harvard University writing center webpage has loads of
helpful information: http://www.fas.harvard.edu/~wricntr/resources.html
Want help with something else? Just ask.
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Complete readings and assignments before the beginning of the class for which they are listed.
Warning: If I suspect that you and your classmates have not completed the day’s reading, I
will administer a pop quiz.
#
1
2
Wk
1T
1TH
Date
1/17
1/19
Topic
Intro
Profitability
3
2T
1/24
Stakeholders
4
2TH
1/26
5
3T
1/31
Corporate
Social
Responsibility
The Tragedy of
the Commons
6
3TH
2/2
Common
Solutions?
7
8
4T
4TH
2/7
2/9
Inclusive Cost
CSR &
Profitability
9
5T
2/14
10
5TH
2/16
11
6T
2/21
12
13
6TH
7T
2/23
2/28
Profitability
and
Sustainability
The Green
Wave
Who is Driving
Sustainability?
Eco-Advantage
Wave Riding
14
15
16
7TH
8T
8TH
3/1
3/6
3/8
17
9T
3/20
The New Wave
Challenges
Sustainable
Action
Industry Wide
Change
Reading
Events




The Social Responsibility of Business…
Competitive Advantage
What is Strategy?
The Stakeholder Theory of the
Corporation. Donaldson & Preston
(1995)
 Creating Shared Value
 Creating Shared Value - Nestle
 The Tragedy of the Commons
 The Tragedy of the Commons: property
rights
 The Commons Revisited
 The Sustainable Economy
 Does it Pay to be Green? Hart & Ahuja
(1996)
 Environmental Performance as a Driver
of Superior Quality, Pil & Rothenberg
(2003)
Paper Discussion
Paper 1:
Sustainable
Dilemma
Paper 2:
Profitability &
Sustainability
 Green to Gold, Chapters 1 & 2
 Green to Gold, Chapter 3
 Green to Gold, Chapters 4 & 5
 Green to Gold, Chapters 6 & 7
 Green to Gold, Chapters 8 & 9
 Green to Gold, Chapters 10 & 11
 Green to Gold, Chapter 12
Spring Break March 13-18
 Industrial Evolution and Change,
Hoffman (2007)
6
Identify
Sustainable Issue
Paper 3:
Sustainable Issue
18
9TH
3/22
Precedent
Setting
Social Change
19
10T
3/27
20
10TH
3/29
Action &
Advocacy
21
11T
4/3
Regulation
22
11TH
4/5
23
12T
4/10
Green
Marketing
24
12TH
4/12
Green
Washing
25
13T
4/17
26
13TH
4/19
Dealing with
Change
Sustainable
Innovation
27
14T
4/24
28
14TH
4/26
29
31
15T
16T
5/1
5/8
Sustainable
Innovation
Final Exam
8AM - 10AM
 Climate Change Strategy, Hoffman
(2007)
 Framing processes and social
movements, Benford and Snow (2000)
 From issues to actions, Bansal (2003)
 The importance of cultural framing,
Howard-Grenville (2003)
 Trends in Sustainability Reporting
 Sustainability and the Balanced
Scorecard
Paper Discussion
Paper 4:
Industry Change
 Building Brand Equity, Hoeffler & Keller
(2002)
 Do Corporations Invest Enough in
Environmental Responsibility
 The Drivers of Greenwashing
 Social Accountability and Corporate
Greenwashing (2003)
 The Sustainability Imperative
 Green and Competitive, Porter van der
Linde (1995)
 The Porter Hypothesis at 20
 Why Sustainability is Now the Key Driver
of Innovation
Presentations
Presentations
Presentations
7
Paper 5:
Firm Analysis